Introduction to marketing planning
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Introduction to Marketing Planning. New Brand Monk Ad Second life Solid Ink. Today’s discussion. Overview of Marketing Planning Marketing Planning Defined Contents of a marketing Plan Developing a Marketing Plan Research and Analyze the Current Situation

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Presentation Transcript


Today s discussion
Today’s discussion

  • Overview of Marketing Planning

    • Marketing Planning Defined

    • Contents of a marketing Plan

  • Developing a Marketing Plan

    • Research and Analyze the Current Situation

    • Understand markets and Customers

    • Plan Segmentation, Targeting, and Positioning

    • Plan Direction, Objectives and marketing Support

    • Develop Marketing Strategies and Programs

    • Prepare to Track Progress and Control the Plan


  • Preparing for Marketing Planning

    • Primary Marketing Tools

      • 4 Ps

    • Supporting the Marketing Mix

    • Guiding Principles

      • Expect Change

      • Emphasize Relationships

      • Involve Everyone

      • Seek Alliances

      • Be Innovative


Overview of marketing planning
Overview of Marketing Planning

  • NetFlix (Start-up)

  • Nestle in China sesame-chocolate cubes. In Argentina brand building.



Research and analyze the current situation
Research and Analyze the Current Situation

  • Starbucks (Joe magazine)

  • Sony (New Competition from new rivals)

  • Michaels Stores (Scrapbooking near term sales increasing 40% a year)


Understand markets and customers
Understand markets and Customers

  • Segmentation

  • Targeting

  • Positioning


Objectives and marketing support
Objectives and marketing Support

  • What makes a good objective?

  • Sustainable Marketing

    • The establishment, maintenance and enhancement of customer relationships so that objectives of the parties involved are met without compromising future generations

    • Fed Ex cutting air pollution 30,000 low-emission diesel-electric vans over the next decade.



Marketing control
Marketing Control

  • On going process continuous process

  • Living.com upscale furniture store on-line

    • Few upscale manufacturers wanted to sell on-line

    • Thought customers would browse in store and buy on-line (opposite happened)

    • Failed to account for returned merchandize (just threw it away)


Marketers need to develop
Marketers need to develop

  • Knowledge of markets and customers

  • Core Competencies

  • Relationships



Supporting the marketing mix
Supporting the Marketing Mix

  • Service is the key


Calvin ball
Calvin Ball

  • When the ball goes up the rules change



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